Billion dollar behaviours - Rory Sutherland

[@TheCriticalChris]

Rory has almost hacked the role of the subconscious mind in transactions. He’s one of my favorite business lecturers and he might just open your third eye.

[@Chris-el4hd]

Those who talk about the third eye, don't realize many folks' third eye has been open for so long -- but can't do a thing because people think their third eye isn't open.

[@insidiousmaximus]

Third eye lol. Are you a billionaire yet?

[@ThisIsGoogle]

Oh shut up

[@TheCriticalChris]

@@ThisIsGoogle really cogent response there, bud.

[@skiboltskie]

L8ol8lololo88l8ooo8ĺ😅

[@maxkarpushko6837]

Rory is quickly becoming my favourite speaker

[@donmcleod8307]

Mine too

[@dangerdavefreestyle]

I am in love with his voice. Its so British and it pushes my fun button.

[@paulfaulkner6299]

I dunno about his voice - he just talks such a lot of common sense!

[@AndrewDennyGrannyButtons]

I only just stumbled on this talk. Rory's opening comment about memorial benches reminds me of the canalside bench (true, it's near Bath) for humorist Miles Kington: "In loving memory of Miles Kington, who always hated this place because there was nowhere to sit".

[@bekiadam108]

i hope Rory sees this

[@SuperKillaki]

Rory puts a creative layer on the popular jobs to be done framework

[@MarnieKhaw]

Love that he mentions Thomas Sowell and Ludwig von Mises!

[@donmcleod8307]

Interesting to hear that billions of dollars are being spent developing commercial aircraft that do not create a sonic boom, so that ee can reduce the amount of time in the air. By Rory's logic they'd be better keeping the existing aircraft and spending the money on more comfortable seats and more legroom. And avoiding replacing their existing fleet... and passing on the savings to the punters I'd certainly be happier with this solution! Thanks again Rory

[@jamesodell3064]

The real pain in the neck is getting to the airport the going through security.

[@mmendi1114]

Mr Sutherland....you never fail to open my eyes! I just wish I had a friend who would sometimes think as you do and speak and explain as you do!

[@CityStarrzz]

If Miriam margoyles was an ad man.

[@devongarvie6261]

Brilliant 😂😂😂

[@aaron4820]

LMAO @ 1:15, this shot looks like there's an interview being conducted and Rory just walked onto the stage behind a piece of stage dressing to start giving a speech nobody asked for.

[@richardgarrett9821]

It really does. Although I bet that interview was dull af and Rory just decided to take over and everyone thanked him.

[@aminaadam3617]

😂😂😂

[@ancientfuture9690]

😂😂😂😂

[@plixplop]

Classic Rory

[@Priest92]

KEK

[@adamisherwood6708]

As ever he’s inspiring. Thank You.

[@muhammadabdelkhaleq1918]

Same mindset Rory introduced is factorial factorial experimentation design when continuing running experiments even if you found a statistical significance you will assume that there's other combination of factors that may lead to another answer

[@MrJBA79]

I dream of a day where the chicken can cross the road without having her motives questioned.

[@thedukeofnuts]

Or his....

[@TK_KINGK]

Until too many chickens cross...😂

[@robertp.wainman4094]

Railway operating companies last thought is any sort of comfort for their 'sucker' passengers.....if Rory can change 'their' thinking and place seats at London Bridge station - then he truly will be a genius!

[@maciejbaranski6737]

There are no benches at train stations, so homeless people can't sleep on them.

[@lookoutforchris]

@@maciejbaranski6737there used to be. There was seating for hundreds of people in the Vanderbilt waiting room in Grand Central Terminal in NY. Beautiful oak benches… they ripped them all out over the years because of homeless. Says all you need to know about NY politics.

[@mrfish4572]

@@maciejbaranski6737 Thats not true at London Bridge because they have gates that they shut at closing time. I believe when they rebuilt London Bridge they thought that people sitting around waiting for trains, many of which are late, might make the place look untidy. Its a bizarre design choice in a very bizarre station which cost an eye-watering amount to rebuild.

[@alegend.studio]

This is a super good insight. I just found him a month ago and his way of thinking is genius.

[@Callitout-kl1uq]

For all the focus on STEM, I think the kids who can look at the world critically and creatively will be the leaders of tomorrow and some of the most valuable people to society. It’s not all about math or code.

[@WildCanadian0_0]

... Math and code are creative too. Everything is abstract, the higher-level you get. Heck, even at lower levels, you have to engage some creative methodologies to solve problems and come up with alternative solutions, or when considering user accessibility and experience when programming. The left brain or right brain is a myth.

[@garymcard]

how do you get a solution published if it has not been revealed in the first place?

[@JanaYoder]

Thank you for the food for thought! I am commenting because the almighty algorithm loves that, apparently. But also, I wanted to say thank you. :)

[@joooja]

12:30 this experiment could be done now with a tesco club card by crediting those that bought the falsely advertised product with points equal to how much they were ripped off by

[@tavasieva_interior]

For the first time in my youtube experience someone ask for like while the like is already there. Rory is a treasure.

[@glewis989]

great stuff rory!!!

[@camtheo7555]

Lol broadstairs has the bench issue he mentioned, literally hundreds of benches overlooking the coast with no one wanting to sit there

[@bink865]

And Folkestone. An East Kent thing?

[@kurtjenkinsfilms]

Rory ripping a Thomas Sowell quote in the first minute? Respect.

[@sebastianbaynes9452]

'If I ever die' coming from Rory Sutherland's mouth sounds particularly funny

[@jamesportrais3946]

A while ago, I had a long term partner with this mindset - she'd buy in bulk and the house was almost caving with bargain crap that'd barely get used - I made the point that she'd buy a septic pig if the advertised sticker price looked good enough or rather, marked down enough. Some people will buy useless trash if they're convinced they're getting _value._

[@gosskamperis2016]

Strangely, I said something "similar" to your seat anecdote. It was regarding market research in a town. They were asking people what they like and disliked. Why not find people who are NOT in the town why they DON'T go there?

[@petehatch]

The man is Benjamin Franklin 2.0. love him

[@johannesposcharnig9893]

Wondering if anybody could share details about Mr. Kerry he mentioned

[@stevo728822]

The public sector are terrible for measuring and quantifying everything.

[@MrTeeri4]

Thomas Sowell is not just a commentator but also a wonderful free market economist.

[@Gameboob]

Yea that was an oddly flippant description of the man. Brilliant and articulate and full of interesting information.

[@ExecutiveZombie]

Why do we care if the chicken crossed the road? 🤨 Unless it’s dinner time and I’m hungry, It’s a chicken. 🐔 😂

[@ctiebs]

The problem with popular solutions is that a lot of people are very clueless. Having a bikeable walkable city would be great. But if you even mention spending money on cycling infrastructure on something like my city's Facebook page, tons of people oppose it wildly. They cannot seem to understand the benefits of having space for bikes and pedestrians. Some people's vote should not count because they are terribly misinformed.

[@simplyafederalist]

Hobby Lobby does this. As a cashier customers would always think they are getting a better deal and female math.Even though for months all of Christmas was alway 50% off. They alwaya thought they saved money. That driven along with treasure hunt mentality aka items we dont get more of once we sell out untill next year. Women could spend hours jusy exploring what we had on the shelf. Drove so many sales.

[@dantheman9135]

ThankQ

[@GameofSelling]

Importance of Multiple Explanations We are often content with a single explanation for why something happens. In reality, multiple factors contribute to outcomes, and it’s important to explore these various causes.

[@carlgould]

great

[@onsapplikasies8620]

Great stuff

[@GaetsKrop]

He clearly knows where the camera is

[@PaulMugabo]

my question to people's desires for faster travel, if travel is faster dont the obligations increase for now they arrive earlier to do more tasks. so at what point is faster travel beneficial if everyone knows about it and what time are you saving if everyone knows that you can arrive at your destination earlier to complete a task earlier....

[@MetaPhysStore0770]

Firehose of great information👌👈🤸‍♂️

[@Benbobr]

About the lazy 1 solution: Id argue people rightfully do that in the aim for finding out the 20% that affect the 80%, as well as simplify prpblems in order to deal with a significantly more complex problem, those are not neccessarily bad things to do.

[@raynellwilliams706]

Note to self…start asking why in my daily life

[@soilcredibility]

Why?

[@NigelTolley]

​@@soilcredibilityWhy not?

[@joooja]

16:20 give people better transport, they will love somewhere cheaper or nicer

[@alpinegeordie]

in my bar in Switzerland I was informed that guinness were promoting Arthur Guinness's. birthday, i was sick of the shite so i put the price of a pint up to 20 Swiss franks from 10, was the best nights conversation in the bar for ages, it's great when it's your bat and ball! drink up lads!

[@patrickmcardle4771]

More likely, they don't want hobos extra sitting in the station area. 😂

[@liamdoherty2652]

It's like business Hitchens

[@Kevin-sr8yx]

How would you get votes BEFORE your opinion gets published?

[@lemonade8382]

Only avail it to people you already follow and follow you before the wider population sees it. I think that's one way**

[@juniordataengineer]

Peer reviews

[@maskeddadledingo9627]

He's saying if your solution gets enough votes then your opinion would be published I'm pretty sure.

[@RichardKusiima]

This is the first time Rory has said something that doesn’t make sense!

[@jayg6138]

It means give a suggestion then say the problem issue aloud. If enough people were already concerned about it they’d read your solve and agree without the need to dump more “issues” into the world. Avoiding creating nonsense issues. If someone said “We need more benches at location X” and 2/10 people agree you probably don’t need to hear the why first. That is the best mental gymnastics I could do to understand. I think issues should be addressed with solutions together.

[@dangerZization]

Rory is Alan Watts for enterprise.

[@GameofSelling]

Lazy Why vs. Hyperactive What Businesses tend to focus excessively on quantifying “what” already is, instead of exploring “why” things happen. There is a need for more speculation, exploration, and experimentation to understand the underlying causes of success.

[@LenBappin]

Without wanting to sound flippant, I did wonder recently whether Rory is as smart and insightful as I think he is or if i just love listening to him. (of course smart and insightful, I'm just wondering if a proportion of how well I receive what he has to say is down to his voice).

[@PhillipHilton]

A little bit of column A and a little bit of column B...

[@John-wf5if]

He is fantastic to listen to. Such a positive chap.

[@jacobjorgenson9285]

Does this mean you don’t actually listen and reflect on what he says ?

[@pierrefitter]

​@@jacobjorgenson9285 on the contrary, as Rory says, there could be more than one reason why the chicken crossed the road.

[@h0ph1p13]

He is indeed an archetypal bard. Very fun to listen to. I think it's more enjoyment and less logical need to listen to him. This is because I listened to one of his talks last week and I can't give you even one example of what he spoke of.

[@cecillekinnear4585]

A sale used to be social even rather like a wildebeest stampede.

[@ALightToSeeBy]

“Political activism is simply a way for useless people to feel important.” 😂

[@projectgolio]

Taylor spent ages testing hand shovels to figure out the optimal size. You can optimize a shovel but.. is that the most important challenge

[@aliakuri7484]

What would it be in your opinion? I would say a shovel that leaves you with a sense of achievement when the work is done. But what's your take?

[@projectgolio]

@@aliakuri7484 Interestingly, one of the classic case studies for team performance looked at coal miners, the cross shifts would leave each other messages about how much they produced creating a friendly rivalry. Sense of achievement is a real thing. One of the most impactful behavioral innovations was not Taylor but Ford. Ford's assembly line made it clear to the entire organization where the bottleneck was. An improvement to a non-bottleneck step has zero impact. Engineering, materials, procurement, etc. were all focused on the bottleneck. Once improvements were made the attention would shift to the next slowest step and so on. This organizational behavior innovation drove most of the progress of the 20th century. How rare is this alignment? If you walked into an Ogilvy office and asked 5 people what is the most critical challenge for the next 6 months would you get 1 answer or 5? My big idea for the big innovation is task-based recognition. For any knowledge worker, your CV should be pulled directly from your project management. Every deliverable, every deadline, every challenge. Why? It aligns everyone to focus on today's specific deliverables (vs politics, status, awards, ..)

[@aliakuri7484]

@@projectgolio Wow that's a really in-depth take. You're definitely one of the rare deep thinkers. Could you explain further what you mean by task-based recognition? Because I'm sure that passed a certain point anyone would get numbed from hearing the "You're doing a great job" line at the end of the day. How would you implement it?

[@sandtreader]

I get the broad point, but I'm not sure about the accidental 50% free for 50% more thing. You don't have to assume that people are choosing it just because of salience, or relative advantage - you only have to assume that most people don't carry price databases in their head, maybe couldn't do a 50% calculation anyway, and are (rightly) conditioned to trust these things because that's the law.

[@lisashapiro4714]

Not sure why ot how he turned up in my KZbin,but im sure lucky he did. Hes fascinating and smart

[@richarddavis2605]

With the '50% extra free, I would hypothesise that the difference between the increase in sales for the error and the increase in sales with the correct sale price, correlates to the proportion of people who habitually/unconsciously do the math. The idea that humans are rational economic agents seems to have been utterly falsified by Kahneman (I read 'thinking f+s'), so why do any of the theories incorporating it persist? Isn't that how conjecture and refutation works?

[@NOYFB982]

The comments on time in transit is true in fuel economy. More distance per gallon or liter leads to more distance (driving), NOT less fuel consumption (which was the goal). A dog chasing its tail.

[@kevindavies-qk1cr]

I would have loved to see him have a discussion with Christopher Hitchens

[@avataros111]

Like put the wood in the stove first, and then warm yourself up, rather than heat your home first and then pay the bill?

[@huongly3001]

Rory looks like Qizai the panda with that brown blazer

[@theakindan]

Thank you Rory

[@c4rnage125]

nice

[@SavoirLife]

good to see Alan Hansen’s lookalike

[@Idontlikecarrot]

Not KZbin recommendeding this amidst the Woolies and Coles lawsuit

[@TheTenCaster]

So basically never let go of the annoying 3 year old living inside of you and just infinitely ask WHY? WHY? WHY?

[@REGUL8CIC]

I like it

[@VitaLicious-f9c]

Bit too much Taylorism and not enough druckerism...... How true, roary hats off to you

[@JohnnyArtPavlou]

Still, I think people do things for one reason. (This is a very rough thesis of mine.)

[@andreolivier8373]

***the last 4-5 years***

[@marktapley7571]

You can have any opinion you want as long as its approved by the KZbin speech police.

[@ab1577]

גאון! גאון!

[@easygreasy3989]

Just like Carbon is the new Why.

[@TimGriffiths-i4w]

Rory claims that offering 50% more and then adding 50% to the price is illegal. I follow the prices of my favourite wines at Waitrose and switch between them according to the offers. Inevitably when they have an offer of 25% off if you buy 6 bottles or more is almost always accompanied by an an increase of the base price of around 33% from the normal price at which I buy.

[@bexhill8777]

WHY... a dangerous notion to put intp the mind of the public.. there is no space for the "Great lie"

[@arnman2093]

Rory thinks he knows what others are thinking. I think I know this because I am so smart.

[@bradmca2022]

He has so much interesting stuff to say, I just can't stand how so many sentences are suffixed with "n-kay" so less than 2 mins in, yet again I'm throwing in the towel.

[@GameofSelling]

Behavioural Science in Business Behavioural science, more than technology, explains why certain companies like Google succeed while others do not. The success of Silicon Valley giants can often be attributed to behavioural insights rather than JUST technological advancements.

[@redmed10]

From someone who isnt a billionaire.

[@PetrGladkikh]

I hoped you to show what billionaires cannot see, and you ended up praising them,

[@akc3749]

Rory doles out BS with charm, sophistication and and air of authority. Says stuff like 90% of x or 85% of y as if there is actually any basis to those , other than "Sounds plausible". If narratives were facts, Mr Sunderland would be an Oracle. He's definitely entertaining, but so absolutely sans depth, makes my tub seem like the Mariana trench.

[@DrOktobermensch]

Because the substance you want is something he sells, he works in advertising and charges people for implementable solutions.

[@akc3749]

Has Ogilvy started doing Mckinsey stuff ?

[@Belzediel]

How would people be able to upvote your solution if they can't read it?

[@crazycutz8072]

Word salad... 😂 He keeps asking questions and gives no answers 😅 He must be a philosopher 😂

[@dusty-gray]

How come there’s no old photos of Rory? Anyone actually met him in real life? I’m calling A.I.

[@SarahjaneSmithson]

He's married to my cousin!

[@soilcredibility]

​@@SarahjaneSmithson does he know that you're the cousin of his wife?

[@SarahjaneSmithson]

@@soilcredibility Of course!

[@chumleyk]

Not sure why you had those randos sitting there...

[@rms_6401]

What a waste of time, was hoping a bit more from Rory

[@michaelmanke8656]

The german with the most successful car-channel never ever asked for an like and subscribe. It is really annoying!!! The content is, what matters - and the video-content includes the narrator. So: no problem here - no need for begging. No need at all.

[@truthiscensored]

I always though the chicken crossed the road because it being chased by two men with a biscuit and it didn't want to become chicken sandwich

[@liamgio795]

Maybe the CIA made Google and Facebook successful?

[@sonpollo8995]

Why? Well financed by investors.

[@lutaayaivanmark6460]

Helo

[@wesallstar9273]

One for the algorithm!

[@dawnemile7499]

There's no need to be a billionaire.

[@noneof5892]

But I want to. You support 🏳️‍🌈 bc they want to but when I want to be a billionaire there’s a problem. What happen to freedom of choice :(

[@jacobjorgenson9285]

No reason to be unemployed either

[@SamJay7]

Christopher Hitchens, Justin Bieber, Rory Sutherland - KZbin stars

[@davincisghost9228]

Why has Rory's belly doubled in the last 10 years? Cos he's been dining out on the same schtick for years...

[@JohnnyArtPavlou]

Well, his schtick crosses roads. Or straightens them out.

[@JohnnyArtPavlou]

Well, his schtick crosses roads. Or straightens them out.

[@gofiodetrigo8756]

sounds like Farage

[@keithklassen5320]

I'm confused. This guy sounds smart, and he seems to have the ear of smart people, but he just spent a *lot* of time and energy talking about how surprised he is that deceptive sales work. I learned that from my parents when I was a child, and only one of them had gone to high school. Edit: I suppose this might be the result of being born into wealth? I don't know much about him but his accent is pretty plummy.

[@PedroDusso]

I think you missed the (multiple) behaviors that combined generate a result; sales was just an exemple. Try to watch again.

[@PedroDusso]

PS.: that are many things that empirically we know that work (again, e.g., sales) but trying to understand why they work and what system/framework make it work and then perhaps using that same system to make things that don’t work to work is the best point of view of “science “ in my opinion. Newton knew that apples fall from the trees; but *why*?

[@brandosbucket]

You know, if you stop watching this and play a Sonic Youth live concert video instead, your capacity for thinking in an expansive way increases exponentially.

[@JohnnyArtPavlou]

I’ll try it.

[@andriusbrah]

Billionaires dont ask why they ask how

[@JohnnyArtPavlou]

Let’s not undervalue “What if?”

[@andriusbrah]

4min in said nothing yet

[@aakhthuu]

That's what marketing is all about, fancy word soup

[@DrJoySmithMaxwell]

What a terrible speaker! What's this a vlog? His presentation style is awfully unstructured! 👎

[@jacobjorgenson9285]

You didn’t comprehend anything he said did you? You can find English dictionary’s online so you have a chance

[@juniormichael354]

​@@jacobjorgenson9285😂😂😂

[@SarahjaneSmithson]

All over the place!

[@soilcredibility]

​@@jacobjorgenson9285dictionary's, you say?